CONFIDENTIALFrequently Used Template Conceptual Template June 2002 This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from McKinsey it is not a complete record of the discussion.TextTextTextTextTextTextTextTextTextText2X2 CUBED Unit of measure*Footnote Source:Source22X2 TOWER Unit of measure*Footnote Source:Source35PS MARKETINGPlacePriceProductPackagePositioning promotionProduct offeringUnit of measure*Footnote Source:Source4StrategySkillsSystemsStaffShared valuesStructureStyle7S Unit of measure*Footnote Source:Source5ARROW 3D Unit of measure*Footnote Source:Source6CUBES1 3D Unit of measure*Footnote Source:Source7CUBES2 3D Unit of measure*Footnote Source:Source8CUBES3 3D Unit of measure*Footnote Source:Source9TextTextTextTextCUTOUT 3D Unit of measure*Footnote Source:Source10New entrantSuppliersIndustry competitorsBuyersSubstitutesFORCES AT WORK Unit of measure*Footnote Source:Source11TextTextTextTextTextTextTextTextTextTextJOINT Unit of measure*Footnote Source:Source12TextTextTextTextLEVEL SEPARATE 4 Unit of measure*Footnote Source:Source13TextTextTextLINEAR A 3D Unit of measure*Footnote Source:Source14TextTextTextTextLINEAR B 3D Unit of measure*Footnote Source:Source15TextTextTextLINEAR C 3D Unit of measure*Footnote Source:Source16TextTextTextLINEAR D 3D Unit of measure*Footnote Source:Source17TextTextTextTextLINEAR E 3D Unit of measure*Footnote Source:Source18TextTextTextLINEAR G 3D Unit of measure*Footnote Source:Source19TextTextLINEAR I 3D Unit of measure*Footnote Source:Source20TextTextTextTextLINEAR J 3D Unit of measure*Footnote Source:Source21TextLINEAR N 3DTextTextTextUnit of measure*Footnote Source:Source22TextTextTextLINEAR P 3D Unit of measure*Footnote Source:Source23LINEAR Q 3DTextTextUnit of measure*Footnote Source:Source24TextTextLINEAR Q 3D Unit of measure*Footnote Source:Source25Plan ImplementSupportLINKS 3 Unit of measure*Footnote Source:Source26PERSPECTIVE 3D Unit of measure*Footnote Source:Source27TextTextTextPROPELLER 3D Unit of measure*Footnote Source:Source28RINGS 3D Unit of measure*Footnote Source:Source29TextSCALETextUnit of measure*Footnote Source:Source30TextTextSCALES Unit of measure*Footnote Source:Source31TextTextTextTextTextTextSIZES IN Unit of measure*Footnote Source:Source32SPIRAL1 3D Unit of measure*Footnote Source:Source33SpiralBrakesTube in tubeSPIRAL2 3D Unit of measure*Footnote Source:Source34TextTextTextTextSPOTLIGHT Unit of measure*Footnote Source:Source35TextTextTextTextTextTextSTAIRCASE Unit of measure*Footnote Source:Source36STARS 3D Unit of measure*Footnote Source:Source37TextTextWIRE CUBES Unit of measure*Footnote Source:Source38TextTextTextTextTextTextTextARROWS Unit of measure*Footnote Source:Source39LEVEL 1TextUnit of measure*Footnote Source:Source40LEVEL 2TextTextUnit of measure*Footnote Source:Source41LEVEL 3TextTextTextUnit of measure*Footnote Source:Source42LEVEL 4TextTextTextTextUnit of measure*Footnote Source:Source43LEVEL 5TextTextTextTextTextUnit of measure*Footnote Source:Source44LEVEL 6TextTextTextTextTextTextUnit of measure*Footnote Source:Source45FLOW 2TextHeaderHeaderTextUnit of measure*Footnote Source:Source46TextFLOW 2 TITLETextHeaderHeaderTextUnit of measure*Footnote Source:Source47FLOW 3TextHeaderHeaderTextHeaderTextUnit of measure*Footnote Source:Source48TextFLOW 3 TITLETextHeaderHeaderTextHeaderTextUnit of measure*Footnote Source:Source49FLOW 4TextHeaderHeaderTextHeaderHeaderTextTextUnit of measure*Footnote Source:Source50TextFLOW 4 TITLETextHeaderHeaderTextHeaderHeaderTextTextUnit of measure*Footnote Source:Source51FLOW 5TextHeaderHeaderTextHeaderHeaderHeaderTextTextTextUnit of measure*Footnote Source:Source52TextFLOW 5 TITLETextHeaderHeaderTextHeaderHeaderHeaderTextTextTextUnit of measure*Footnote Source:Source53FLOW 6TextTextHeaderHeaderHeaderHeaderHeaderTextTextTextHeaderTextUnit of measure*Footnote Source:Source54TextFLOW 6 TITLETextTextHeaderHeaderHeaderHeaderHeaderTextTextTextHeaderTextUnit of measure*Footnote Source:Source55BLADESTextTextTextTextUnit of measure*Footnote Source:Source56BOXTextTextTextTextUnit of measure*Footnote Source:Source57BOXTextTextTextTextUnit of measure*Footnote Source:Source58CYCLE 1TextTextTextUnit of measure*Footnote Source:Source59CYCLE 2TextTextUnit of measure*Footnote Source:Source60CYCLE 3TextTextTextUnit of measure*Footnote Source:Source61CYCLE 4TextTextTextTextUnit of measure*Footnote Source:Source62CYCLE 5TextText TextTextTextUnit of measure*Footnote Source:Source63CYCLE 6TextText TextTextTextTextUnit of measure*Footnote Source:Source64CYCLE 7TextTextTextTextTextTextTextUnit of measure*Footnote Source:Source65CYCLE 8TextTextTextTextTextTextTextTextUnit of measure*Footnote Source:Source66TextINCOMINGTextTextTextTextTextUnit of measure*Footnote Source:Source67RIBBONTextTextTextTextTextUnit of measure*Footnote Source:Source68RINGTextTextTextText TextUnit of m